Culture embedded in anti-epidemic measures

ABSTRACT

Objectives: This paper mainly aims to construct an index system evaluating the health communication effects of Traditional Chinese Medicine in treating COVID 19. Methods: In this paper, the authors used social network analysis (SNA), analytic hierarchy process (AHP) and in-depth interviews. Based content analysis and SNA, culture-oriented textual research is processed to refine the practical and exact role of Culture in theCONVID-19 penetrated health communications. In the meantime, regarding justification, objectivity and feasibility as the main aims, an evaluating system is also established and discussed via Delphi technique and AHP to fully cover the culture driven health communication effects. Results: This paper concludes with a three-faceted CONVID-19 health communication effects evaluating system with cultural features. Given the prominent role thatWeb-based Communication Index (WCI) plays. According to the analysis, it is easy to get the conclusion that the first-level media exposure indexes are mainly focused on the amount of reading, reposting and liking. As for cultural cognitive indexes, the width of doctor-patient interactions is the major indicator in the second dimension including average reading numbers, follower scale and the specific genre and registers of each particular post. At the third level, doctor-patient attitude and sentiment are fully explored within the indexes concerning muti-platform usage, post originality, news source, theme and readability. In addition, the weight allocation is submitted with AHP, Delphi style interviews and questionnaires of several scholars specialized in both communications studies and practitioners of both doctors and patients. Against the existing literature and WCI, a number of multi-party optimizations and iteration are also carried out to ensure the effectiveness and feasibility. Conclusions: Despite of the authors' ultimate attempt, a perfectly scientific, unified and universal evaluating system is yet to construct for culture deconstruction. Therefore, this present paper paves the way to bridge the cultural impacts and health communication effects.